Model of Brand Image and Purchasing: Price Perception and Product Quality (Literature Review of Marketing Management)

Wydyanto Wydyanto (Ph.D Student, Institute of Visual Informatic, Universiti Kebangsaan Malaysia, Selangor Malaysia.)
Andri Yandi (Faculty of Business and Economic, Universtas Batanghari, Jambi Indonesia)

Journal of Accounting and Finance Management (JAFM)
Vol. 1 No. 5 (2020): Journal of Accounting and Finance Management (November-December 2020)

Previous research or relevant research is very important in a research or scientific article. Previous research or relevant research serves to strengthen the theory and phenomenon of the relationship or influence between variables. This article reviews the factors that influence brand image and purchasing decision, namely: price perception and product quality, a Marketing Management Literature Study. The results of this research library are that: 1) Price perception has a relationship and affects the brand image; 2) Product quality has a relationship and affects the purchasing decision; 3) Price perception has a relationship and affects the brand image; 4) Product quality has a relationship and affects the purchasing decision, and 5) Brand image has a relationship and affects the purchasing decision.